Research revealed that misconceptions existed in the way the Quaker Oats corporate brand was perceived by many of its constituencies around the world. The mighty consumer products company was thought to have a stodgy and flavorless corporate image.
Genesis began by creating a new role for the cherished Quaker Man who, until then, had only been used as an icon for packaging. Genesis saw that the Quaker Man personified warmth, humanity and trustworthiness – unique and relevant qualities in an industry of corporate giants – and so; the Quaker Man became the company’s new corporate symbol and voice.
The Quaker Man also became the focal point of an integrated corporate communication program. His bold re-emergence helped build brand presence, and positioned Quaker as a unique, dynamic and humanistic
consumer products company, deeply rooted in a heritage of quality, value, and integrity. The reenergized and redefined identity marked the beginning of Quaker’s decade-long increase in total return to investors and helped build the brand equity.
Our job was easy, because we loved our client...the happy smiling man in the Quaker hat.
An extendable positioning built solely on trust.